Scientists as
storytellers
guide
Expert advice for STEM
communicators on how
to make science stories
more relatable
Table of
contents
3.
11.
4.
16.
19.
5.
Introduction
Telling stories in 5 captivating ways
The future of inclusive
science communications
Top 4 science communications challenges
How the world is making science more relatable
Make your stories stick
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I © 3M 2019
Introduction
As a global science and innovation company, 3M is
very interested in the world’s perception of science
and its impact on the world around us. To take a pulse
on global perceptions, we have conducted an annual
independent survey in 14 countries. Shockingly, the
2018 State of Science Index data revealed that almost
40% of those surveyed globally felt that if science
didn’t exist their lives wouldn’t be any dierent!
The 2019 results have given us a deeper insight into
why people may feel this way. 85% of those surveyed
say they don’t know enough about science, and
about the same percentage of respondents wish they
knew more. This is very encouraging. However, a
clear majority of people, 84%, agree that scientists
should help make science more relatable to their
everyday lives and talk about it in a way that is easy
to understand (88%). It is evident that people want
to understand science, but eective science
communication is critical.
I grew up in India, a country steeped in oral
traditions. Playtime was often exactly that—writing
plays and performing the stories. We were all
characters. Despite my deep interest in the arts,
I grew up in a university town with a premier engineering
institute, so you could say my educational path was
predetermined. But my professional success, as a
chemical engineer and especially as 3M’s Chief
Science Advocate, can be directly attributed to
my ability to communicate eectively and build a
narrative. Telling credible stories in a compelling way
It is evident that people
want to understand
science, but eective
science communication
is critical.
Dr. Jayshree Seth, 3M Corporate
Scientist and Chief Science Advocate
makes the facts stick—they inform, and they
inspire. Upon seeing the 2019 results of the 3M
State of Science Index, it is clear that the scientic
community needs to do a better job of making
science more relatable, a lot of which depends
upon how we communicate. Mastering the art of
science communication is important not just to
garner support for our endeavors, but to ensure
we can create excitement for STEM careers in the
next generation.
With that in mind, we have put together this guide
to help scientists become better communicators—
to empower them with the skills and condence
to tell stories on a wider scale. We’ve included
best practices from science communicators and
storytelling experts, along with how to apply them
to common challenges, as well as examples of how
others around the world are addressing similar
issues. The variety of perspectives set the stage for
truly inclusive storytelling. I hope you enjoy it as
much as I have.
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The future of
inclusive science
communications
The scientic community must open our arms and
our hearts to everyone, and this can start with what
we say and how we say it.
In all communications, we should use an inclusive
tone and language to convey clearly that we aim to
solve problems in order to help all people, regardless
of background. As scientists, we could do a much
better job of asking questions and listening to
people’s concerns, values, and needs. We don’t
have all the answers, and certainly cannot begin to
solve pressing issues without better understanding
societal needs and limitations.
Rethinking existing power structures
During the last year, many people and institutions
in the US and around the world have participated in
a hard-won dialogue on gender and diversity. This
conversation is fundamentally reshaping society and
forcing institutions to respond to and confront these
challenges head-on.
The scientic community and our institutions are
not immune. We must recognize that certain groups
are, and have always been, disenfranchised in ways
that are not only harmful to overall well-being, but
prevent people from fullling their potential. This
aects how science is done and who it benets. It’s
no longer enough to be concerned—it’s time to x it.
Communicating change in higher ed
At AAAS, we are working with colleges and
universities to facilitate true institutional
transformation in support of diversity and inclusion.
Our SEA Change initiative is helping to ensure that
the full range of talent can be recruited, retained,
and advanced in STEM elds. Modeled after a
successful program in the UK, AAAS is working
with institutions of higher education to incentivize
and guide the structural reforms needed to
support diversity, equity, and inclusion. We
expect to improve outcomes and opportunities for
underrepresented groups in science, and establish
a clear process for monitoring and accountability.
It’s important to keep pushing—and there is much
that can and should be done—to force individuals
and institutions at every level to reect on how
they contribute to, or potentially detract from,
the inclusion of all learners and contributors.
What you can do
Communicating clearly and with intention brings
value to you, your organization, and the people with
whom you interact. The AAAS Center for Public
Engagement with Science and Technology
provides workshops, resources, professional
development, and recognition for scientists who
seek opportunities to actively participate in public
engagement and science communication.
Margaret Hamburg, M.D.
Chair, Board of Directors,
American Association
for the Advancement
of Science*
* Photo Credit: Robb Cohen Photography and Video
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Telling stories in
5 captivating ways
A well-told story can be extremely powerful
—it captures attention, inspires others, and can
even lead to action. Read how these celebrated
communicators tell scientic stories and consider
the ways in which these recommendations could
be helpful for your audience.
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Bits and bytes. Speeds and feeds. Balance sheets
and bottom lines.
Data and metrics can help illustrate a point, or prove
why a story is important to a reader or viewer.
But numbers alone don’t make people laugh or cry.
People do.
Human emotion brings a story to life, and puts it into
terms that anyone can appreciate or understand.
To make a story resonate, you need to create a
connection with your audience. For instance, I
like to frame important issues, such as lifesaving
breakthroughs in the eld of cancer research, with
either the scientists I consider to be everyday heroes
or the patients who are being helped. Real stories
about real people—their hopes and dreams, fears
and frustrations—create an emotional bond with
viewers who then feel invested in the situations
and the outcomes. In other words, they care. And
if they don’t care, they won’t be interested in
learning more.
Katie Couric
Journalist and author
1. Put a human face
on what you do
Far too often, the technical stories told by scientists
make perfect sense in their own circles, but to
others they can sound like a foreign language.
A technical story needs to have an emotional
center that taps into the head and even more so, the
heart. My advice—after decades of telling stories
to everyday Americans—is to nd the human
connection and highlight our shared experiences.
Then watch how those stories make people think…
and feel.
Nearly 20 years after TODAY televised my
colonoscopy, I continue to hear from people who,
after watching, were motivated to get screened for
colon cancer. Viewers understood how important
it was because they were familiar with my personal
experience. They knew that my husband Jay had
died of colon cancer at 42, leaving me a widow and
my daughters—who were six and two at the time—
fatherless. My pleas for regular screenings might
not have been as eective if I’d merely shared facts
Telling stories in 5 captivating ways
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and stats or recommended screening techniques and
guidelines. By demystifying a procedure that can save
lives and implicitly keep families intact, it helped
people not only understand the basic biology of colons
and polyps, but also how preventative measures
can stop cancer in its tracks, or help avoid it
altogether.
Every day, the scientic community makes discoveries
and advancements that people need to understand
and apply to their own lives. Here are some recent
examples of scientic developments that are changing
the lives of people every day. Think what this information
could mean to a friend, family member, or stranger in
need—and how the real-life examples might help inspire
and inform others:
• Je Marquis, an athlete who’s been paralyzed
for seven years, can walk again after being given
an experimental treatment that allows his legs to
communicate with his brain. He no longer needs
daily help at home and can walk the length of four
football elds without resting.
• The “Survivors Teaching Students” program
brings patients and caregivers together with
oncologists-in-training. By putting a face to
ovarian cancer and making doctors more aware
of symptoms and the emotional needs of patients
and their loved ones, they become more informed
and compassionate medical professionals.
• Around the world, there are many students
who aren’t exposed to consistent, high-quality
STEM education in or outside of the classroom.
The “Skype a Scientist” initiative allows
teachers with limited resources to bridge those
gaps by welcoming an inspiring scientic
mentor into their classroom, simply by leveraging
free video-conferencing software.
A good friend of mine uses a mobile app that
noties her when her husband, who is diabetic, has
a drop in his blood sugar level. Knowing the peace
of mind this technology has aorded her makes me
more interested in and optimistic about the eld of
digital healthcare.
So, the next time you’re asked to
talk about your scientic work, think
rst about how it aects people, and
how they might experience what you
do in real life.
Then, watch as your scientic story excites,
inspires and moves them in a way only another
human can.
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I had zero chance of becoming an astronaut. Nada.
Well, the teenage version of me didn’t. I didn’t pay
attention in school, and I hated homework. Not the
normal pathway to a career in space.
Back in high school, no one would have thought
I could become an engineer, Navy ghter pilot,
astronaut and commander of the International
Space Station.
But I achieved all of that—one homework
assignment, test, and day at a time. It all started
by reading an amazing book that changed my life.
If that anecdote caught your attention, you can see
how dramatic tension is critical to good storytelling.
By setting the scene with challenges, setbacks and
obstacles—and then revealing how you faced and
overcame them—you’ll draw readers or listeners
into your story.
You might even captivate them enough to motivate
a change in perception, belief or action.
Captain Scott Kelly
Retired NASA Astronaut
2. Create
dramatic tension
Scientists don’t have to write a Shakespearean
sonnet or a Hemingway novel to inspire others.
You are in control of your powerful story.
However, reaching audiences unfamiliar with
or uninterested in your work can be daunting.
Sure, you’re used to communicating with other
scientists using highly technical language. That’s
best for research papers, journal articles, and
fellow STEM colleagues.
But it won’t reach students or others lacking
background on the topic. Jargon won’t win them
over; it will turn them o.
Everybody loves a good story. And the best stories
start with a challenge, followed by a journey – the
ups and downs, stops and starts – that leads to
meeting that challenge head on. Create dramatic
tension, and you’ll have them hooked.
Still curious about the book that changed my life?
It was The Right Stu by Tom Wolfe.
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“What are you up to?” she asked.
I was at a dinner party next to a woman I’d never
met. She probably expected a tedious business tale,
but I said, “I just heard this extraordinary story from
a young doctor. How he watched an older physician
tell a patient her cancer had metastasized and that
she didn’t have long to live—and the patient didn’t
react and didn’t ask questions, so the doctor,
guring he’d accomplished what he came in for,
left the room.”
The woman next to me sat up. “He just left?”
“But the young doctor had been trained to pick up
cues from patients, and he was sure this patient
hadn’t understood. He sat down facing her and
took her hands in his. He didn’t use words like
‘metastasis.’ He spoke simply, and gently, looking
her in the eye. After a minute, he saw a tear roll
down her cheek and she asked her rst question.
He had helped her face death with human contact.”
“They should all be trained like that,” my dinner
partner said.
Alan Alda
Actor and founder, The Alda Center
for Communicating Science
3. Connect with
your audience
“We’re trying,” I said. “So far, my team has trained
15,000 scientists and doctors how to communicate.”
“Wow,” she said.
Except that she didn’t say “wow,” and I hadn’t
actually told her that story. Many times since, I’ve
wished I had. When she asked me what I was up
to, all I gave her were facts: “I helped start the Alda
Center for Communicating Science, and we train
scientists and doctors to communicate better.”
Not so good. Her eyes went to half-mast.
Somehow, I had forgotten to use the most
fundamental thing we teach. Empathy. What is
the other person going through when we try to
communicate? What do they care about? Do
they understand the words we’re using?
The answers are all there in their faces. And even
when we communicate through a piece of writing,
we can imagine what they’re going through as
they read it. The most informative statement isn’t
communication. Communication is when it lands in
the other person’s head and sticks there.
It’s a story that’s stuck in my own head ever since.
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While explaining new solutions to common
challenges, it’s important to keep the following in
mind: have a clear vision of the problems you’re
solving, the ideas you’re developing, and how they
dier from what’s come before.
Of course, when you’re talking about your thought
process you want to share all the details of how
you tackled the problem. But it’s important not to
overwhelm your audience with technical data.
Keep your stories concise and be sure to use
visuals to enhance your storytelling. Models,
drawings, or animated diagrams allow you to
convey detail without confusing your audience
with too much scientic jargon.
Gitanjali Rao, 2017 national
winner, Discovery Education
3M Young Scientist Challenge
When you’re passionate about a topic, it’s natural
to want others to share your same excitement
in-person. But it’s vital to keep in mind that how you
tell your story is just as important as what you say.
I’ve found some qualities are constant regardless
of situation, such as: modulating your voice for
emphasis, speaking with enthusiasm, and using
neutral body language. Together, these keep
listeners focused on what you’re saying and bring
them into your world.
Over my years of public speaking, I learned
that authentic delivery is a universal concept.
Whether I am speaking to a kindergarten class or
an auditorium lled with professionals, these verbal
and non-verbal techniques create a base that I can
build upon and personalize for any audience. And
remember: practice makes perfect.
4. Be concise
and use
meaningful
details
5. Give an
authentic
delivery
Astronaut Abby
Executive Director,
The Mars Generation
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science
communications
challenges
Top
Now that we’ve grounded ourselves in the
elements of a captivating story, we’re going to
apply them to common scenarios you’re likely
encounter on a regular basis. If you’ve ever asked
yourself how you can get a non-scientic audience
to understand what it is you do, look no further.
Discover how you can address each scenario and
then put everything into practice.
4
Elizabeth Bojsza,
M.F.A., Assistant
Professor of Practice,
Improv Lead
Radha Ganesan,
Ph.D, Assistant
Professor of Practice,
Message Design Lead
Dr. Jayshree Seth,
3M Corporate
Scientist and Chief
Science Advocate
Alan Alda Center for Communicating Science, Stony Brook University
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1. How can I get people
to see science and care
about the impact it has
in their daily lives?
Answer:
First of all, get specic about these “people”
with whom you want to communicate. There is no
monolithic “general public,” rather there are distinct
groups of people and individuals who have a range
of prior knowledge, interests, values, and opinions.
Consider the contrast between the following
hypothetical audiences:
• Non-science professionals at a conference
• Families who are visiting a science festival
• Your relatives at a holiday dinner
These audiences could all be told the same story,
but they’ll take dierent things away from it. In order
to truly engage them, you’ll need to tailor how you
tell your story to what each group cares about. If
you really want to change someone’s perception
of science and its relevance, recognize that it is a
time- and eort-intensive exercise that might not be
achieved through a single interaction. And it starts
with listening.
This is perhaps the moment when those of you
who are working on basic research feel at a
disadvantage. Applied research is by its nature
relevant to people’s lives, whether it be in the
immediate or distant future, but we don’t yet know
what we will discover through basic research. If this
is you, consider having an example ready for how
a discovery led to practical applications in a eld
close to your own, and lean in to the human pursuit
of knowledge and the drive we have to uncover the
mysteries of our world.
If you can connect with your audience as fellow
humans rst, then they will be more open to what
you are trying to say. Listen deeply to your audience
about the feelings they hold about science and
their own experience of it to date. Are there any
questions that they have always wanted to ask?
Check your own judgments about their questions
as well. Do you see their opposition to something
that you think is science-based as them opposing
science itself? And share your motivation—what
was it that you got excited about science when you
were younger? Passion and excitement can be
contagious—share yours!
Action:
Remember to put a human face on what
you do and lead with the impact. You can
talk about why it matters to you, which is helpful,
and you can work to gure out why your story and
science would matter to them.
Top 4 science communication challenges
Elizabeth Bojsza,
M.F.A., Assistant Professor of
Practice, Improv Lead
This answer and action were authored by
Radha Ganesan,
Ph.D, Assistant Professor of
Practice, Message Design Lead
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Action:
Don’t be afraid to reduce detail in favor
of telling a compelling story. Use metaphors and
analogies that are accessible to your audience and
nd smart shortcuts to getting to your point.
2. How can I simplify
complex subjects
without losing the
original meaning?
Answer:
Worry over “dumbing it down” is something we
hear frequently from the scientists we train. It can
be a challenge to tell a concise, compelling story
about something that we experienced or something
we know a lot about. Science is full of detail and
nuance, and we often want to share every detail in
order to tell the truest picture possible. However,
there is an issue with this: your audience won’t be
able to follow your story if you don’t distill some
of the details. Stories are not reports, they are journeys.
In our eagerness to share the subtleties of our work
we sometimes fail to show the forest for the trees.
Not every detail helps move a story forward or
makes your point any better; oftentimes less is more.
In telling the story of how Penicillin was discovered,
describing Sir Alexander Fleming’s workspace as a
“basement laboratory” is evocative and ecient.
That simple description gives us a lot more than a
bunch of detail would.
Additionally, some words, even though they are the
most specic to your eld, are not accessible to
people who do not share your expertise. Jargon can
become somewhat invisible if the word is in normal
use for you.
Keep your focus on your audience. You will know
when you’ve slipped into jargon—they’ll show it on
their faces.
Watch out for jargon
Elizabeth Bojsza,
M.F.A., Assistant Professor of
Practice, Improv Lead
This answer and action were authored by
Radha Ganesan,
Ph.D, Assistant Professor of
Practice, Message Design Lead
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Top 4 science communication challenges
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3. How do I sustain my
audience’s interest?
Answer:
The ways to keep your audience engaged fall into
two broad categories: WHAT you are saying and
HOW you are saying it.
In terms of content, think about what you can do to
create a “word picture” for your audience. Use vivid,
sensory language to activate the imaginations of
your listeners. If possible, put yourself in your story.
A rst-hand account (where you use “I” and “we”)
can be more engaging than a third-person account
(where we hear about “them” or “she” or “he”).
There is a question your audience is dying to know
the answer to and you should tell them—but
only at the end of your story (or very near it)! For
example, if you are telling a story where you are
the main character, think about how you can
share moments where you confronted challenges
(or dramatic tension) in your work—these obstacles
could be external, such as a race to publish ahead
of another team of researchers, or internal, such
as having to let go of one career path to pursue
another opportunity. The bigger the obstacle to
overcome, the more your audience will lean in
and listen to your story.
In terms of delivery, use your voice as auditory
“punctuation” to how you tell your story. In the
spoken word, we don’t have commas, parentheses,
or exclamation points but we do have the controls
of our voice: volume, rate, and pitch. Consider the
following:
• How a pause can create anticipation
• How a rise in pitch accompanied by an
expressive gesture might help your audience
feel what you were feeling at a point in the story
The musicality of language also contains meaning
for our audience, and dynamic delivery leads to
increased engagement from your audience.
Action:
Both your content and and your authentic
delivery can help sustain your audience’s
interest. Be vivid, clear, personal, and dynamic in
your delivery. Stay exible and connected so that you
can get the signals your audience is sending and
adjust your story.
Elizabeth Bojsza,
M.F.A., Assistant Professor of
Practice, Improv Lead
This answer and action were authored by
Radha Ganesan,
Ph.D, Assistant Professor of
Practice, Message Design Lead
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Top 4 science communication challenges
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4. How can I explain my
latest project to others
outside my team if it’s
proprietary?
Answer:
This is one of the most common communications
challenges I’ve faced while working on some
incredible projects. However, the solution to this
issue is much simpler than you might think.
If the specic scientic project you are working on
is proprietary and you are able to share the problem
to be solved, focus on describing the problem
and why it’s important to nd a solution. In other
words, lead with the impact. How do you dene
the problem in daily lives? What are some
existing solutions and why are they not ideal? What
avenues are you looking at to creatively address the
problem? Your audience might even encounter this
problem regularly, and adding context helps them
understand why it matters.
If you cannot talk about the specic problem itself,
discuss it in more generic terms. Draw parallels
where you can. For instance, if you are working on
making a sticky tape glow in the dark, relate it to an
everyday scenario such as how it could be used on
diapers to help parents change their infants in the
middle of the night. This allows you to communicate
the problem you are solving at a high level without
providing details on the specic problem and the
exact solution. Painting a picture for your audience
helps them visualize and empathize with the situation.
Action:
As scientists, we frequently work on
high-prole projects that need to y under
the radar due to legal obligations. But do not let
that prevent you from framing the impact of your
work. As you think about the story you want to
tell, here are a few recommendations to help you
prepare:
• What is the specic problem you are trying to
solve? Regardless of if you can speak about it in
specic or general terms, ask yourself, “How can
I make it personally relevant to my audience?”
• What is the key takeaway? Once you set the
stage for the solution, challenge yourself to lead
with the main benet and impact the solution
will have on that audience.
Dr. Jayshree Seth,
3M Corporate Scientist and
Chief Science Advocate
This answer and action were authored by
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How the world
is making science
more relatable
Eective science communication isn’t only
limited to the US—it’s a global challenge.
We asked international experts in some of the
countries we surveyed how they’re taking action
to make science relevant to more people. Let’s
take a trip around the world to see how people are
tackling this challenge.
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For me, science is about curiosity,
connecting the dots, and collaboration.
It’s not just the traditional learning and
“by-the-book” experiments many associate
with the eld. I try to promote this in
whatever I do—in my private life or as
a product developer for the automotive
electrication market. When I tell science
stories, I go beyond what the challenge is to inspire people,
make the topic relevant, and ask for their support.
When asked about my job as a scientist by colleagues,
friends, and family I try to highlight how science impacts
everyone in their everyday life. Science is all around us
in areas we encounter daily: food, energy, infrastructure,
automotive, and much more. For instance, I work in 3M’s
healthcare business group to develop medical devices. These
crucial pieces of technology could have a massive impact on
the millions of patients in hospitals and clinics everyday.
Emelie Fritz
Senior Product Development
Engineer, Electronics Materials
Solutions Division & Automotive
Electrication, 3M
Christoph Schuell
Product Development Specialist,
Medical Solutions Division,
Health Care Business Group, 3M
Germany
“
“
“
How the world is making science more relatable
Science is all around us. One eective way
to make communication more relatable
is to bring out its relevance, beauty and
signicance through dramatic stories.
These tales of trial and error and sheer
determination to seek the explanation behind
the unknown are inspiring to audiences.
Science is often about observable phenomena, so stories
should also be told with the help of images to make abstract
concepts tangible. This allows us to illustrate how our
observations and experiments led to new knowledge.
Singapore
Dr. Lim Tit Meng
Chief Executive, Science
Centre Singapore
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Science becomes relatable when information
has meaning. Humans create meaning
using their imaginations to invoke the
“wow” factor. A spectacular demonstration, a
vivid metaphor, or a mind-blowing statistic,
make us see things dierently.
You can also create a mystery by nding
the intrigue to hook your audience’s
attention. For instance, is there a seemingly unsolvable
problem, evidence that doesn’t make sense, or a mismatch
between theory and ndings?
But one of the most important ways to reach audiences is to
construct a narrative. That might include arousing curiosity,
building suspense, and fullling readers’ expectations. In
my experience, every sci-comm presentation nds its own
structure. However, every structure iterates that exact
narrative arc at least once.
UK
Alan Barker
Independent Consultant,
Kairos Training, Ltd.
“
“
“
Ji Shisan
Founder, Guokr
At Guokr—an online Chinese science and
technology website—our audience helps
shape the topics and stories we choose to
publish. To understand their perspective on
science-related issues, we embrace their
feedback and immerse ourselves in their
conversations.
We found the the secret ingredient for engaging our audience:
real-life connection. Our team portrays scientic topics as
a natural part of daily life. As a result, it makes the scientists
behind those innovations seem more relatable.
China
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Make your stories stick
Stories stick. As scientists, we need to better incorporate elements of storytelling into communications
to foster engagement with—and appreciation of—science. We hope that the best practices and
recommendations help make communicating the value of science to the world a less daunting task.
How we educate the world about the problems we solve will be much more vibrant with these expert
resources at your ngertips.
I have seen the power of science communication rst-hand with my own children. For instance, with my
son, the key is nding a way to creatively communicate the concept, or “the what.” With my daughter,
she is most drawn in by the context, or “the why.” Knowing my audience—regardless of age and
experience—helps me lead with the aspect of my story that will best capture their attention. By
communicating eectively, we can not only earn more support for scientic pursuits but also appeal
to a wider population. At the end of the day it’s a win-win.
Happy Storytelling,
Dr. Jayshree Seth
Read the 2019 3M
State of Science
Index results and
connect with me
#CelebrateScience
LinkedIn
Twitter
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